Bensimon Byrne personalizes climate change in new campaign for Canada
Climate change is seemingly in the news on a daily basis, and a new campaign from Toronto-based Bensimon Byrne aims to bring the enormity of the subject to light by releasing personalised ads.
The campaign, for the Ontario Ministry of Environment and Climate Change, 'Save the Everything,' helps hyper-personalize climate change for those in the province, telling people to 'Save the Fishing Stories,' “Save the Snowy Driveways' and 'Save Everything'.
One humorous 30-second ad, 'Save the Pizza,' shows a delivery girl explaining that everything that goes on pizza, like spinach, green peppers, tomatoes, onions and the like. Climate change could cause more erratic weather, which in turn could damage the crops. Therefore, a narrator says at the end, that it’s “time to save everything we love about Ontario,” then directing people to learn more about what they can do as an individual by going to the climate change website.
It’s not just agriculture and the food supply being threatened, it’s your love for pizza, full of ingredients grown in fields across our province. Furthermore, superstorms will lead to more regular large scale flooding, it’s about your basement man cave being at risk. It’s not just the fish population that’s being threatened, it’s the amazing stories of the one that got away that are at risk.
The scenarios were chosen based on the factual threats to Ontario posed by climate change, including:
- The rise in temperature of the Great Lakes, and other inland lakes by 3 to 6 degrees centigrade poses a significant threat to the fish population.
- Temperature extremes have caused significant crop damage to syrah, sauvignon blanc and merlot grape varieties in Niagara’s wine growing region.
- Severe summer storms causing flood damage in excess of $100 million have become more frequent.
Each video brings a personal consequence of climate change to light. And everyone will be impacted, from kids to grandparents and everyone in between. That’s why the campaign reflects a very diverse range of target groups.
Campaign Title: Save The Everything
Client: Government of Ontario, Ministry of the Environment and Climate Change
Product: Climate Change
Agency: Bensimon Byrne
Creative Director: David Rosenberg / Joseph Bonnici
Art Director: Chris Brown
Writer: Matt Doran
Agency Producer: Michelle Pilling / Meghan Cheesbrough
Group Account Director: Jill Engelman
Business Lead: Afton Franklin
Project Manager: Christian Edejer
Strategist: Celina Bussiere
Production House: Asymetric
Director: Peter Huang
Director of Photography: Kris Bonnell
Executive Producer: Evan Landry
Line Producer: Jason Aita
Post Production / Offline: Married to Giants
Editor: Paul Skinner
Post Production/ Transfer: Alter Ego
Post Production Online: Wingman
Online Artist: James Andrews
Colorist: Connor Fisher
Audio House: TA2
Director: Drew Frohmann
Engineer: Dave Clarke
Ministry of Environment and Climate Change
Ann Byberg – Senior Marketing Officer – Premier’s Office
Veann Leps – Creative Marketing Advisor – Premier’s Office
Liz Hooper – Creative Marketing Advisor – Premier’s Office
Courtney Richardson – Senior Media Content Coordinator – Ministry of Environment and Climate Change
Kristen Routledge – Director of Communications – Ministry of Environment and Climate Change
Michelle Burr – Senior Manager – Ministry of Environment and Climate Change
Thom Jenkins – Team Lead, Marketing Communications - Ministry of Environment and Climate Change
Melanie Robert – Director of Marketing and Digital Strategy – Cabinet Office
Andrew Sturrock – Marketing Coordinator – Cabinet Office
Kristen Polito – Senior Marketing Advisor – Cabinet Office
Sharyn Byrne-Nearing – Senior Manager, Marketing – Cabinet Office